AD Agencies
Sudeep Subash named CEO of Big Bang Social
MUMBAI: The creator economy in India has a new captain, and he’s no stranger to the high seas of digital marketing. Sudeep Subash has been appointed as the CEO of Big Bang Social, the country’s leading creator economy platform. But wait, there’s more! He will also continue steering the revenue juggernaut at Collective Artists Network as its chief revenue officer. That’s right—two titles, one powerhouse leader, and a whole lot of responsibility. No pressure, Sudeep!
Collective Artists Network, the mothership behind Big Bang Social, made the announcement on 3 March 2024, marking a significant leadership move in the world of influencer marketing and content-driven commerce. Known for his razor-sharp revenue strategies and uncanny ability to make brand-creator collaborations flourish, Subash is all set to shake things up in a market that is already buzzing with potential.
“Sudeep is one of those rare leaders who invests deeply in his teams,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “His knack for scaling businesses, igniting innovation, and fostering collaboration makes him the perfect candidate to propel Big Bang Social to new heights. As brands and advertisers increasingly turn to creators for meaningful collaborations, his vision will be key in expanding our influence and unlocking fresh opportunities in the creator economy.”
With a track record that speaks for itself, Subash isn’t just taking on this role for the business cards (though, let’s be honest, having two fancy job titles is a flex). He’s here to supercharge Big Bang Social’s growth by driving data-backed strategies, deepening brand partnerships, and delivering breakthrough influencer campaigns.
“I am excited to take on this new challenge and further build on the incredible foundation of Big Bang Social,” said Subash, now Big Bang Social CEO and Collective Artists Network CRO. “We are at a pivotal moment where content, culture, and commerce are converging like never before. I look forward to working with our teams, creators, and brand partners to drive meaningful growth and shape the future of this dynamic ecosystem.”
Under Subash’s leadership, Big Bang Social is expected to amplify its impact by fine-tuning brand-creator collaborations, harnessing data-driven insights, and crafting innovative campaigns that define the next frontier of influencer marketing. The Indian creator economy is growing at an explosive pace, and with Subash at the helm, it looks like things are about to get even bigger.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
